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Just be Human

Social media is full of clutter and the information on how to be effective is contradictory. Too often brands focus on saying what they think they should or, worse, jump to a sales pitch. No one wants to talk to a robot. Find out how to humanize your brand on social media and really engage your audience by telling your unique story.

6.
Why do you buy your toilet paper?
• Do you really know the features and benefits?
• Do you understand how it’s made?
• Do you know how it’s distributed?
• Does the company directly ask you to buy?
• If price is the biggest factor, do you buy everything in
bulk?

7.
Why do Charmin & Cottonelle stick?
• Make awkward situations approachable
• Take down barriers
• Acknowledge real life
– Kids asking parents weird questions
– If its good enough to protect a puppy, it has to be good

21.
Age of Consumer Voice
• Individual can get a message in front of millions, viral
• Companies can’t cover up bad products or service
• Local businesses have same tools as major brands
• Communication is instant vs. snailmail
• Always on communication
– Beyond time of transaction

24.
Why?
• Apple:
– Sell with emotion, not features and benefits
– User-centric design fuels product development
• All TP wipes your butt, there’s a reason beyond features
that makes you buy.

25.
That’s nice Jen, but….
It doesn’t apply to me.
Won’t work for my company.
Only works with a large budget.
People really like our features.
Our process is working, we won’t change.
Wasn’t this supposed to be about social?
It’s already too crowded.

35.
Basic concept
• What’s in it for you?
– Does it position you as the ___________ expert?
– Will it generate the right leads?*
– Can it build a following?
• What’s in it for them?
– Is something in it for the audience?
*Really define what a good lead means